Sounds like a recipe for slow-moving stock to me. No-one needs a jetboil who doesn't have time to shop around. And if you need an emergency jetboil you might well also need an emergency therma-rest, emergency tent pegs and an emergency ice-axe. If you didn't stock all that the punter would only go to an outdoor shop anyway, wouldn't they?

I'd normally buy outdoor's stuff from a dedicated store TBH. Funds are normally tight, if I'm in a bike shop it will be to buy something specific rather than a good look around and possible impulse purchase.

Well a few years ago Tiso (a large player in the scottish outdoor marker) bought over Alpine Bikes (a large player in the scottish biking market). Outside of their "Outdoor Experience" stores they sell very little that is common across the stores as there is quite simply not the market for it. If you want biking stuff, go to a bike shop. If you want camping stuff, go to an outdoors shop.